2025|ART DIRECTION, LEAD DESIGNER
Como Nuevo
Circular Economy for Early Childhood.
A dedicated second-hand marketplace designed to extend the lifecycle of children's clothing and toys, combining sustainability with a frictionless parent-to-parent experience.
Understanding the Parental Pain Points
Through 50+ surveys and 10 deep interviews, we identified that trust and time are the biggest barriers. Parents don't just want it cheap; they want it verified and fast.
Insight 1:
70% of parents prioritize safety/hygiene over price.
Insight 2:
The "Hand-me-down" culture is digitalizing, but current platforms are too generic.
User Arquetypes
Scroll to explore Arquetypes.
Architecting Trust:
The Verification Flow
We designed a streamlined listing process with mandatory 'Condition Tags' to reduce information asymmetry. The flow was optimized to allow a listing to be completed in under 60 seconds, acknowledging the limited time of our target user.
Hybrid Design: Bridging Trust and Performance
My dual role as a designer and developer allowed me to ensure that the complex filtering system (by age, condition, and category) remained lightweight and fast. The challenge was to create a warm, family-oriented aesthetic without sacrificing the technical performance required for a mobile-first marketplace.
Modular Component Architecture: Developed a library of reusable UI elements (cards, inputs, buttons) to ensure consistency across the buying and selling flows.
Performance-First Assets: Optimized image delivery for user-generated content, ensuring high-speed browsing even on low-bandwidth mobile connections.
Accessible Data Visualization: Engineered the research charts and inventory grids to be intuitive and readable for busy parents on the go.
Visual Identity: Friendly yet Functional
A palette of soft greens and teals was chosen to evoke sustainability and trust. We opted for rounded UI elements and accessible typography (Outfit/Inter) to maintain a soft, approachable feel for families while ensuring high digital readability.
The Final Solution:
A specialized interface that categorizes items by age group and developmental stage, making the search process 40% faster than generalist marketplaces.
Usability Is Not Optional
The target audience's age range implies an extreme technological disparity. Complex or multi-step interfaces are an insurmountable barrier for traditional users and an unacceptable waste of time for busy users.
Trust is built with Transparency and Locality
Distrust in product quality and transaction security is the main barrier to conversion. This distrust is drastically reduced by geographic proximity and visual clarity.
The Ecological/Ethical Filter is a Search and Decision Engine
There is a strong segment of users whose purchasing motivation is not only price, but also ethical alignment (sustainability, slow fashion, and community support). These users need tools that validate their values.
Conclusion: Impact on Circular Economy
The final proposal is a specialized marketplace that transforms the second-hand chore into a curated community experience. By removing the friction from parent-to-parent shopping, Como Nuevo promotes sustainability through a reliable and performance-driven UI.
Expected Impact: By focusing on niche-specific features—such as sizing by month and safety certifications—we expect a 15% higher retention rate than horizontal C2C platforms. This combination of deep UX Research and high-end execution proves that specialized marketplaces can outperform generalist ones by truly understanding the unique needs of their audience.